RX&Co. Launches National US Online Campaign for Movember & USA Rugby League

In early October 2008 RX&Co. won the bid to launch and run the first-time USA Chapter of international charity for men’s health, Movember! Basing the campaign on Movember.com‘s super-creative branding and endorsement strategy, we worked with the USA Rugby League and Movember USA Development Director, Riaz Fredericks, to develop a campaign that would garner support under the sports (and specifically rugby) communities across 44 states.

After building a solid database sourced from over 1,600 rugby and recreational clubs, we launched a simple yet exciting electronic mailer campaign featuring top US rugby stars such as John van der Giessen and Todd Clever (fake moustaches included!).

Here are two of the mailers. The first one features Todd Clever sporting his graffiti mo and an introduction to the exciting events and features of the Movember campaign. The second features Riaz Fredericks, Movember USA Development Director, with a honest message of thanks for the tremendous support received for the 2008 campaign.

Mailer #1:

Introducing the Exciting Events and Features of the Movember Campaign - and check the MoBama & MoCain!

Mailer #2:

A Thank You message from Riaz Fredericks for the amazing support received for the 2008 campaign.

In addition to sending out these fine mailers, we generated the fun and interesting content to be found on Riaz Frederick’s blog page , including some articles on Movember events in the USA around the world, the campaign’s progress, the campaign in pictures (SlideShare.com slideshow) and other fun bits.

THE HIGHLIGHT:

As a direct result from our efforts, USA Rugby League’s Fundraising Team, who was our chasing rabbit launched in order to pace other competitors, ended up NOT winning (although ending in the Top 10 Fundraisers!). The campaign was thus successful in two regards: we got other teams to work so hard that they beat the 25-member USA Rugby team to the Top Spot, and there were over 7,000 competitors by the end of the Month of Movember! What a base to build on in 2009!

CLIENT COMMENTS:

“Roelof had limited time to understand the market we were going after and came up with the best way forward. He played a major part in the success of our campaign. He achieved our set goals of branding and awareness, laying the foundations for the coming year and I would have no hesitation recommending him to other clients seeking his expertise. I enjoyed working with Roelof and look forward to working with him in the future.”